Performance-marketing workflow

Objective: Increase the number of testable creative hypotheses without losing strategic control.

Workflow:

1. Write one business hypothesis per test, not 40 unrelated variants.
2. Generate copy and layout variants from the approved brand/claims system.
3. Use platform tools to adapt, resize, or recommend assets only within settings the media owner understands.
4. Preflight claims, product, destination URL, accessibility, and disclosure.
5. Use a control and holdout where possible; cap spend and duration.
6. Inspect the actual ads served, not only the uploaded assets.
7. Feed results back into the brief, not directly into an unsupervised auto-generator.

Scenario estimate: $2,000–$20,000 for setup and creative testing before media; media depends entirely on the market and objective.

Measure: Incremental conversions, CAC, ROAS with margin, brand lift, quality of traffic, fatigue, and downstream retention.